Ego is not a dirty word though it does smell

Australia Post joins forces with Australian-owned scented communications company EGO to produce a eucalyptus-scented postage stamp for its upcoming Farming Australia Series.

Ego sales manager, Graeme Lidgerwood says the company now has the delivery technology to create scents virtually to order, with applications limited only by the advertisers imaginations. Ego specialises in high quality print and finishes across a wide range of substrates.

“The stamp, coated in a printable varnish that encapsulates microscopic beads of eucalyptus oil, will sell at a slightly higher price than it’s face value of 60 cents,” said Lidgerwood.

Adding another layer to the print medium, scented communications broadens the scope of advertising and marketing as the science of consumer engagement becomes ever more sophisticated.

Dean Bradshaw from Australia Post's iPrint division says it has produced scented stamps in the past on self-adhesive stamps, but had never before produced one on a gum stamp, making it more of a collectible from a point of difference.

“It wasn’t as expensive as you might think, as it’s really just a varnish on top of a stamp and using another print deck on the printing press. From a print perspective it was easy, but we had to do a lot of testing to ensure it worked before it went live as a product,” said Bradshaw.

Australia Post is confident the eucalyptus fragrance from the scented stamps will not wear off within a year, with a lifespan possibly reaching farther.